State of the Industry

The Hidden World of App Promotion

Companies who have planted their flags in the app world have also formed a necessary (and perhaps uneasy) union with the ever growing community of app developers. Such companies will often allow limited use of their brand and make their APIs public in the hopes of accelerating adoption and allowing for enhancements of the original app. They generally assume developers are using these APIs and the companies' brand assets in an ethical manner that augments the original app experience. Some developers however, subtly toe or sometimes blantantly breach the established bounds of property and use a company's brand or open API in unintended and even abusive ways. If your company has an app, it is important to know what's going on beneath the surface of open APIs; how unscrupulous (and often surprising) app acceleration practices that inflate downloads and boost rankings may have a negative impact on your company, brand and bottom line; and what policy challenges exist to combat nefarious activities.

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